Understanding TikTok’s “Holiday Playbook”
TikTok has only grown in popularity since its creation in 2016. Due to that, many brands are starting to use the app for ad and e-commerce campaigns.
TikTok users are shopping and truly looking at ads within the app. According to the app, its popular hashtag #TikTokMadeMeBuyIt has over 27 billion videos. And it's safe to say most users do buy from brands on the app. One in two users have found new brands or products while scrolling on TikTok.
The app also says 63% of users will use TikTok to help plan or celebrate the holidays. So, the company released a 17-page “Holiday Playbook” with tips on how to set up your holiday campaign.
TikTok lists the following as “key holidays.”
- November 24 - Thanksgiving.
- November 25 - Black Friday.
- November 26 - Small Business Saturday.
- November 28 - Cyber Monday.
- December 18-26 - Hanukkah.
- December 24-25 - Christmas Eve and Christmas Day.
- December 26-31 - Postseason sales and gift card spending.
- January 1 - New Year's Day.
- January 1-30 - New Year sales and resolution shopping.
In the report, TikTok also recommends creating posts and sales around multicultural celebrations. It backs this up by stating that 70% of users notice when brands are celebrating other holidays. The report suggests several holidays including:
- November 29 - Giving Tuesday.
- December 23 - Festivus.
- December 26 - January 1 - Kwanzaa.
The report also includes a template for how to create a campaign that is complete with tips and tricks (detailed on pages 7-11).
TikTok does mention that brands that use its e-commerce partners (Shopify, Square, WooCommerce, BigCommerce, etc.) see better results.
TikTok also has many tools to help in the creative process. These include video templates, automated creative optimization, smart video, TikTok video editor and smart video sSoundtrack.
This is a great guide for brands who are looking to gain traction on TikTok and better understand the app’s user experience options. It is also a great tool even if you do not have a big following. TikTok’s algorithm can get your video to the users that matter the most.
To read the full report click here.